Matakuliah
Tahun
: Perilaku Konsumen
: 2009
PEMBELAJARAN KONSUMEN
Pertemuan 06
Consumer Behavior,
Eighth Edition
SCHIFFMAN & KANUK
Chapter 7
Consumer Learning
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The Importance of Consumer Learning to New Product
Success
• Why did these products fail?
– Listerine Toothpaste
– Ben-Gay Aspirin
– Oreo Little Fudgies
• Why did PocketPaks succeed?
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Importance of Learning
• Marketers must teach consumers:
–
–
–
–
where to buy
how to use
how to maintain
how to dispose of products
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Learning Theories
• Behavioral Theories:
Theories based on the premise
that learning takes place as
the result of observable
responses to external stimuli.
Also known as stimulus
response theory.
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• Cognitive Theories: A theory
of learning based on mental
information processing, often
in response to problem
solving.
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Consumer
Learning
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A process by which
individuals acquire the
purchase and
consumption
knowledge
and experience
that they apply to
future related behavior.
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Learning Processes
• Intentional: learning
acquired as a result of a
careful search for
information
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• Incidental: learning
acquired by accident or
without much effort
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Elements of Learning Theories
• Motivation
• Cues
• Response
• Reinforcement
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Reinforcement
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A positive or
negative outcome
that influences the
likelihood that a
specific behavior
will be repeated in
the future in
response to a
particular cue or
stimulus.
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Figure 7.1 Product Usage Leads to
Reinforcement
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Behavioral Learning Theories
• Classical Conditioning
• Instrumental Conditioning
• Modeling or Observational Learning
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Classical
Conditioning
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A behavioral learning
theory according to
which a stimulus is
paired with another
stimulus that elicits a
known response that
serves to produce the
same response when
used alone.
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Instrumental
(Operant)
Conditioning
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A behavioral theory of
learning based on a
trial-and-error process,
with habits forced as
the result of positive
experiences
(reinforcement)
resulting from certain
responses or
behaviors.
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Figure 7.2A Pavlovian Model of Classical
Conditioning
Unconditioned Stimulus
Meat paste
Unconditioned Response
Salivation
Conditioned Stimulus
Bell
AFTER REPEATED PAIRINGS
Conditioned Stimulus
Bell
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Conditioned Response
Salivation
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Figure 7.2B Analogous Model of Classical
Conditioning
Unconditioned Stimulus
Dinner aroma
Unconditioned Response
Salivation
Conditioned Stimulus
6 o’clock news
AFTER REPEATED PAIRINGS
Conditioned Stimulus
6 o’clock news
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Conditioned Response
Salivation
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Cognitive Associative Learning
• Classical conditioning is viewed as the learning of
associations among events that allows the organism to
anticipate and represent its environment.
• From this viewpoint, classical conditioning is not reflexive
action, but rather the acquisition of new knowledge
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Neo-Pavlovian Conditioning
•
•
•
•
•
Forward Conditioning (CS Precedes US)
Repeated Pairings of CS and US
A CS and US that Logically Belong to Each Other
A CS that is Novel and Unfamiliar
A US that is Biologically or Symbolically Salient
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Strategic Applications of Classical
Conditioning
• Repetition
• Stimulus Generalization
• Stimulus Discrimination
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Repetition
• Repetition increases
strength of associations
and slows forgetting but
over time may result in
advertising wearout.
• Cosmetic variations
reduce satiation.
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Figure 7.3 Cosmetic
Variations in Ads
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Figure 7.4
Substantive
Variations
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Three-Hit Theory
• Repetition is the basis for the idea that three exposures
to an ad are necessary for the ad to be effective
• The number of actual repetitions to equal three
exposures is in question.
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Stimulus
Generalization
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The inability to
perceive differences
between slightly
dissimilar stimuli.
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Stimulus Generalization and Marketing
•
•
•
•
Product Line, Form and Category Extensions
Family Branding
Licensing
Generalizing Usage Situations
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Figure 7.5 Product
Line Extension
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Figure 7.6 Product Form Extensions
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Figure 7.7
Product
Category
Extensions
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Figure 7-8
Shoe Manufacturer
Licenses
Its Name
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Stimulus
Discrimination
The ability to select a
specific stimulus from
among similar stimuli
because of perceived
differences.
Positioning
Differentiation
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Figure 7.9 Stimulus
Discrimination
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Figure 7.10 A Model of Instrumental Conditioning
Stimulus
Situation
(Need goodlooking jeans)
Try
Brand A
Unrewarded
Legs too tight
Try
Brand B
Unrewarded
Tight in seat
Try
Brand C
Unrewarded
Baggy in seat
Try
Brand D
Reward
Perfect fit
Repeat Behavior
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Instrumental Conditioning
• Consumers learn by means of trial and error process in
which some purchase behaviors result in more favorable
outcomes (rewards) than other purchase behaviors.
• A favorable experience is instrumental in teaching the
individual to repeat a specific behavior.
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Instrumental Conditioning and Marketing
• Customer Satisfaction (Reinforcement)
• Reinforcement Schedules
– Shaping
• Massed versus Distributed Learning
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Reinforcement
• Negative Reinforcement:
• Positive Reinforcement:
Unpleasant or negative
Positive outcomes that
outcomes that serve to
strengthen the likelihood of a
encourage a specific behavior
specific response
• Example: Ad showing wrinkled
• Example: Ad showing
skin as reinforcement to buy
beautiful hair as a
skin cream
reinforcement to buy
shampoo
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Other Concepts in Reinforcement
• Punishment
– Choose reinforcement rather than punishment
• Extinction
– Combat with consumer satisfaction
• Forgetting
– Combat with repetition
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Observational
Learning
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A process by which
individuals observe
the behavior of
others, and
consequences of
such behavior. Also
known as modeling
or vicarious learning.
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Figure 7.11
Consumers
Learn by
Modeling
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Cognitive
Learning
Theory
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Holds that the kind
of learning most
characteristic of
human beings is
problem solving,
which enables
individuals to gain
some control over
their environment.
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Figure 7.12
Appeal to Cognitive
Processing
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Information
Processing
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A cognitive theory of
human learning
patterned after
computer information
processing that
focuses on how
information is stored
in human memory
and how it is
retrieved.
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Figure 7.13 Information Processing and
Memory Stores
Sensory
Input
Sensory
Store
Forgotten;
lost
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Rehearsal
Working
Memory
(Shortterm
Store)
Forgotten;
lost
Encoding
Longterm
Store Retrieval
Forgotten;
unavailable
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Retention
• Information is stored in longterm memory
– Episodically: by the order in which
it is acquired
– Semantically: according to
significant concepts
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Table 7.1 Models of Cognitive Learning
Promotional Tricompetent
Model
Model
Sequential
Stages
of
Processing
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Attention
Interest
Desire
Action
Cognitive
Affective
Conative
DecisionMaking
Model
Innovation
Adoption
Model
Awareness
Knowledge
Awareness
Innovation
Decision
Process
Knowledge
Interest
Evaluation Evaluation Persuasion
Purchase
Trial
Decision
Postpurchase Adoption Confirmation
Evaluation
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Involvement
Theory
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A theory of consumer
learning which postulates
that consumers engage in a
range of information
processing activity from
extensive to limited
problem solving,
depending on the
relevance of the purchase.
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Figure 7.14
Figure 7.14
Split Brain
Theory
• Right/ Left Brain Hemispheres
specialize in certain functions
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Figure 7.15
Encouraging
Right and Left
Brain
Processing
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Issues in Involvement Theory
•
•
•
•
Involvement Theory and Media Strategy
Involvement Theory and Consumer Relevance
Central and Peripheral Routes to Persuasion
Measures of Involvement
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Central and
Peripheral
Routes to
Persuasion
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A theory that proposes that
highly involved consumers
are best reached through ads
that focus on the specific
attributes of the product (the
central route) while
uninvolved consumers can
be attracted through
peripheral advertising cues
such as the model or the
setting (the peripheral route).
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Elaboration
Likelihood
Model
(ELM)
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A theory that suggests
that a person’s level of
involvement during
message processing is
a critical factor in
determining which
route to persuasion is
likely to be effective.
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Figure 7.16
Peripheral Route
to Persuasion
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Figure 7.17 Unexpected Headline Metaphor Increases Impact
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The Elaboration Likelihood Model
Involvement
HIGH
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LOW
Central
Route
Peripheral
Route
Message
Arguments
Influence
Attitudes
Peripheral
Cues
Influence
Attitudes
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Measures of Consumer Learning
• Recognition and Recall Measures
– Aided and Unaided Recall
• Cognitive Responses to Advertising
• Copytesting Measures
• Attitudinal and Behavioral Measures of Brand
Loyalty
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Figure 7.18 Starch
Readership Scores
Measure Learning
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Phases of Brand Loyalty
•
•
•
•
Cognitive
Affective
Conative
Action
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Figure 7.19
Brand Loyalty As A Function of
Relative Attitude and Patronage Behavior
Repeat Patronage
High
Low
High
Loyalty
Latent
Loyalty
Low
Spurious
Loyalty
No
Loyalty
Relative
Attitude
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